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Edelman Blogging Brief
PR giant Edelman releases a new report into the nature of blogs and blogging and finds that UK blogs have become increasingly influential.
PR Giant Edelman has released a Corporate
Guide to the Global Blogosphere, a guide to blogs and
blogging for business board members.
The 40-page PDF file can be downloaded
here. It's an interesting read, though it's an odd
sort of globe they're using at Edelman: their
'global' coverage only includes ten countries, with no
mention of blogging activity in either Canada or Australia.
So where is the UK when it comes to the penetration and
importance of blogs? About in the middle. We're less likely
to read blogs than people in Asia or the US, but higher up the
scale than the rest of Europe. Thirty-five percent of those
people labelled as 'influencers' read blogs in the
UK.
Blogs do appear to be very influential in the UK, though. The
study asked: "Because of what you read on a blog have you
ever taken action by calling, speaking or e-mailing others,
signing an online petition, or joining an effort to pressure or
support a corporation or government on an important issue?"
With 28 percent of UK respondents saying 'yes', we are
only behind Belgium out of the ten countries covered.
UK PR Blogger and Edelman employee Stephen Davies gives a
succinct description of the UK blogging 'scene'. He
notes that the British do not conform to their stereotype when
it comes to expressing opinions on their blogs:
A nation once known for keeping the stiff upper lip and
expressing self-restraint in expression and emotion is no
more.
In terms of the effect of blogs on the mainstream news
agenda, 24 percent of the 50 blogs studied mentioned or
commented on political issues; 66 percent had written about UK
companies while 44 percent had written about multinational
companies.
Davies finishes by noting that blogs are empowering UK
companies that had little direct access to publishing in the
past:
...any company, no matter how large or small, has the
technology to become a media company in its own right and can
reach out to its stakeholders without the traditional
gatekeeping role of the media.
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